It doesn’t matter if your product is the best in the world. But it doesn’t matter if your prospects don’t make a purchase.
This blog post will highlight the top call-to-action examples that we found in popups and email.
You’ll be able to create a compelling call to action that generates massive clicks and converts by the end of this article.
Call to Action: What you Need to Know
What is a call to action? Example of a Popup Call to Act Email Call to Action Examples Website Call to Action Examples
What is a Call to Action?
CTA (call to action) is a prompt that invites readers to take a specific action. It can be in the form text, a button, or an image.
A brand can use this method to move prospects further down its marketing funnel. From a visitor to a subscriber, buyer into a buyer and buyer into repeat buyers.
Part 1. Part 1.
Popups work. This is something we know. Our research has shown that mobile popups can outperform desktop popups in certain cases by up to 46.37 percent.
Many brands rely on generic call to action copy, including “get updates” and worse, “subscribe.” (That’s why Seray and me titled our book Subscribe!)
These brands have a better and more efficient approach.
1. Claim Offer (Barkbox)
Popups can be used for more than just email collection.
It’s better for you to direct visitors to a page that explains the offer, if it is worth more than just a few lines of text in a popup.
Barkbox is one example. Barkbox currently has a slide-in that appears on its homepage and a call to actions titled “Claim Offer.”
You can click the call to actions to go to a page that allows you to complete a form for a free dog bed.
A word such as “claim” can be used to indicate rightful ownership. It’s difficult to say no when it is combined with “offer”.
2. Get My 25% (Bombas)
Many retailers offer discounts to new customers upon their first purchase.
Here’s how it works.
A popup is displayed by a brand asking for visitors’ email addresses. In return, the brand offers a coupon which the visitor can use on future purchases.
The below example shows Bombas offering 25 percent using the call-to-action, “Get My 25%”
The call to action copy can be replaced with the value that you are offering.
However, you can replicate this winning formula across all your website popups by using imperative verbs (like “Get”) with pronouns (“My”).
3. I’m In (Glossier)
This blog post is written during Black Week.
As such, brands aim to convert as many people as possible to subscribers so that they can market to them via email.
Glossier is one brand that does this well.
Glossier invites you to “Join Our Newsletter” rather than inviting you to do so. Glossier tells you that the company is “getting ready [for] Black Friday Sales,” and you should, too.
All you have to do to get the secret code is enter your email and click “I’m In.”
I don’t know if you have FOMO, but inviting me into exclusive events triggers my FOMO.
This is enough to convince me to subscribe. And I bet I’m not alone.
4. Register Now (Origins).
We have already established that many brands encourage opt ins by giving a coupon to new site visitors.
We will give you a discount for any future purchases if you provide your email address.
It makes perfect sense.
Another, but equally effective, approach is to offer a discount when you sign up for a loyalty program.
Origins offers 15% off your order when members join “My Origins rewards.”
Consider promoting your loyalty program in a popup, and giving away a coupon to encourage people to sign up.
Bonus points are awarded if Origin can follow Origin’s lead and share the benefits of signing up (beyond a future discount on your purchase).
5. Shop [Gender] (Fabletics)
Fabletics’ marketing goal is to convert as many people as possible into customers, just like many other brands.
The brand uses a quiz funnel in order to recommend the best product(s), to the right person.
To guide visitors to the right category page, however, they must first know their gender.
Fabletics uses popups with two calls for action to determine visitor’s gender.
Shop for Men
Clicking on either call to actions takes the visitor to the appropriate category page. This makes it easy to make a purchase faster.
You can’t go wrong when you call for new customers if you sell fashion and apparel.
6. Register (Cult Beauty).
Popup copywriting tip: Don’t write a generic call-to-action like “sign up.”
There are exceptions to this rule, or best practices. Cult Beauty is one such beauty retailer.
I will be the first to admit that signing up doesn’t make me jump at the chance of entering my email.
Opting in is easy because of the bullets that come before the call to action, and the promise to get expert advice.
Avoid generic CTA copy wherever possible. However, if copywriting is not your forte, make an offer that new visitors won’t resist.
7. Start Shopping (J. Crew)
Did you ever shop on a website only to discover that it doesn’t ship to your location?
I know that I have. It’s not a pleasant experience.
If you ship internationally, don’t be afraid of guiding visitors from other countries.
The popup below features J., a US-based brand. Crew gave me two options for action:
I have two options: I can “Continue Shopping” from the Swedish website or I can click “Take Me To The U.S. Website.”
Although it may not seem like much but it can have a significant impact on how visitors view your brand.
Part 2. Part 2.
You now have visitors signing up through your popups, and they are converting to email subscribers.
Congratulations! You still have a lot to do.
Now you need to convert those subscribers into potential customers by gently urging them to click through to your website from their emails.
These brands will assist you in that endeavor.
1. Activate Now (Green chef)
It’s not always a good idea to ask readers to buy now if you offer monthly subscriptions. What is the buyer getting for their money? A monthly subscription?
Green Chef invites readers to “Activate now” to show their support for action.
Subscribers will receive ten meals and free shipping when they sign up for the Cyber Monday offer.
The CTA is clicked by the reader and they are taken to a page that allows them to choose the deal that suits them best.
To sell a subscription, encourage potential buyers to “activate” instead of “buy” in order to get started.
2. Make Your Own Set (Bobbi Brown Cosmetics).
Black Friday is a great time to increase your audience’s revenue.
It’s not just limited to e-commerce discounts that are available for a limited time.
Bobbi Brown Cosmetics recently sent an email inviting you to “Create Your Set.”
Brand offered the chance to personalize a five-piece set with two full-sized products for $50.
Inviting readers to create their own set is a way to stimulate curiosity (what’s in the set?). They are also involved in the purchasing process.
You know where to look for inspiration if you are planning on offering a bundle anytime soon.
3. Final Checking Out (The North Face).
Retailers hate cart abandonment. There are many reasons why a cart may be abandoned.
They aren’t out of interest, but they need to be reminded that it’s okay to not be.
Instead of offering a coupon, which is a homestay for cart recovery emails, invite the buyer to “Finish checking out” like The North Face does in their email.
Personal highlight: The added scarcity of “Place Your Order Before Items Sell Out” to push the buyer to place their order.
Invite cart abandoners to “Finish checking out.” This won’t completely eliminate cart abandonment, but it will make it easier.
4. Shop [Blank] Gifts at Estee Lauder
Many people find buying gifts for loved ones, whether they are holiday-season or not, a hair-pulling experience.
Many brands, including Estee Lauder, offer gift-buying options to subscribers, as shown in the below example. The brand offered subscribers the opportunity to buy a Christmas gift set, which they could then give to their loved ones.
Given Estee Lauder’s invitation for customers to purchase its “best-selling fragrances”, it was natural to conclude with the fragrance-inspired appeal to action “Shop Fragrance Gifts.”
If you offer gift-buying options during the holiday season, invite subscribers to “Shop [Product] Gift” in order to encourage last-minute purchases.
5. Learn More at The White Company
Although “Find Out More” may not seem like the most compelling call to action it can be combined with an offer that encourages more reading.
Let me give you a recent example. The White Company sent me an email promoting “Last-minute gifts delivered to the big day” during Christmas.
Subscribers could receive a premium gift package with a gift message for this offer.
Subscribers simply had to click “Find Out More” to be taken to a page that provided more information about the gift boxes.
The perfect call to action is “Find Out More”, a GIF that showcases the product.
6. Shop the Look (MAC Cosmetics).
I hate online shopping. Okay. It’s a lie. I love the shopping part, adding items to my cart, and then checking out.
The browsing part is what I dislike. I don’t have time to scroll through pages in an attempt to find what I need.
Sometimes I just want to know what to buy. The brand should say “Hey! You liked X, right? You’ll also love Y.”
Many brands, including MAC Cosmetics use “trending” to address this problem.
The brand is promoting its olive suede product in the following example before inviting the reader “Shop the Look.”
This call to action can work well for apparel and fashion brands. Showcase a model in the latest fashion trend and invite readers to purchase it.
Simple, but effective.
7. Use Code [Code] (Kiwi Co.)
E-commerce is a common way to give customers a coupon.
Website visitors enter their email to receive a coupon. The coupon is sent either in an email or at signup.
Discounts are not limited to email capture. Offering a coupon can be a great way to activate buyers quickly.
This is a well-illustrated example from KiwiCo.
A recent email promotion holiday savings included a coupon that offered 60 percent off your first month.
(You’ll see that KiwiCo includes its CTA in the image, just like other examples.
Similar to the other examples like “Create your Set”, there is something about “Use Code [Code]”, which involves the reader.
Click through to enter the code to see how much savings you can make.
Part 3. Part 3.
Visitors are becoming subscribers. You can invite them to visit your site with email campaigns.
Only one thing remains: turn them into customers (returning).
These brands will demonstrate how.
1. Add to Shopping Bag (Mytheresa).
Although it’s not a common call to action, “Add to Shopping Bag” or its variant, “Add to Cart”, is one of most frequent calls to action on product pages.
Mytheresa is one brand that makes use of the “Add to Shopping Bag” call to action.
This example is effective, even though it doesn’t need to be preached too much.
2. Add to Wishlist (Torrid).
A second call to action is “Add to Wishlist”, which is a common but less prominent option on product pages.
It can be an anchor in some cases, such as the one above, but it is more commonly represented as a heart or written out.
Torrid has a great example:
Retailers can invite visitors to add items to their wishlist to:
Collect the email address of the visitor (wishlist requires an account which in turn requires an email to log into); and Provide a reason why you are emailing (“An item that you added to your wishlist has returned in your size.”
There’s no better time to use “Add to Wishlist” than now.
3. Shop (New Look)
Omnichannel marketing is an integral part of today’s buying process.
A buyer may browse an item online, add it to their mobile cart, and then forget about it until they buy the item in-store.
It is often a good idea for small companies to invite New Look.
Although “Add to Wishlist” is more prominent than “Add to Basket”, “Find In Store”, however, it’s worth adding to ensure that buyers have a seamless experience.
4. Find your Size (Levi’s).
E-commerce returns are often caused by incorrect size purchases, especially for apparel.
Many retailers offer the opportunity to measure their customers before they purchase an item.
Levi’s is one brand that excels at this task.
The brand’s Levi’s Originals product page features the call to action, “Find the Right SIZE.”
If you look at the page and others similar to it, you will notice that the call-to-action doesn’t distract from the main action of the page: “Add To Bag.”
You can’t go wrong adding a call-to-action to “Find Your Size” if you want to reduce returns.
5. Leave a Review for Bed Bath & Beyond
Customer reviews are a key factor in our purchasing decisions.
Nearly nine in ten respondents to a study said that they had read customer reviews before purchasing.
No surprise then that online retailers encourage previous buyers to leave reviews.
Bed Bath & Beyond is one such brand, with the call-to-action to “Write a review” visible on many of its product pages.
You can even leave a review by clicking “Reviews” before you click.
Few buyers will visit a product page again after purchasing, unless they are repeat buyers. If you want to encourage previous buyers to leave reviews, consider email.
6. Mac Cosmetics – Try It On
As a way of offering potential buyers an immersive buying experience, many brands are now exploring augmented reality commerce.
Mac Cosmetics is one brand that does this well using virtual try-on experiences.
You will find a call to action on one of the product pages.
Clicking on a button will allow you to choose between “Live Camera”, “Upload Photo” or “Choose a Model”.
These virtual try-ons are becoming increasingly popular and worth looking into, especially if your industry is cosmetics.
7. Send as a gift (Too Faced).
Visitors to your website may not be buyers. Sometimes visitors browse for other products.
It’s worth creating a call-to-action for those visitors: “Send as A Gift.”
Too Faced is a brand that excels at this task.
Clicking “Send as Gift” will give the visitor the opportunity to add the details of the recipient.
A question mark is included to assist visitors.
This call to action works, and it’s even more effective when it is paired with a well-written product recommendation email.
This blog post has many great examples of call to action. There is no one way to find the perfect call-to-action. The best thing you can do is to write and test it.
Did I miss anything? Are there any calls to action you would like me to mention? For more discussion, please let me know via Twitter.
Sleeknote’s original article, 21 Call to Action Examples to Inspire Yourself appeared first on Sleeknote
By: Sam Thomas Davies
Title: 21 Call to Action Examples to Inspire Your Own
Sourced From: sleeknote.com/blog/e-commerce-call-to-action-examples
Published Date: Wed, 12 Jan 2022 11:36:43 +0000